“It creates in the mind of the prospect the perception that there is no product on the market quite like your product.”

To get into the consumer’s mind, you have to sacrifice.

The Internet is the ultimate in brand-centered buying.

A laser is a weak source of energy. A laser takes [only] a few watts of energy and focuses them in a coherent stream of light.

IBM didn’t invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect’s mind.

It takes a mile before anything happens. And if it was a wrong turn, getting back on course takes even longer.

Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.

The essence of positioning is sacrifice.

Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

Branding is simply a more efficient way to sell things.

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.

Marketing is not selling. Marketing is building a brand in the mind of the prospect.

It normally takes decades to build a brand because it takes decades to penetrate the gray matter in between your ears.

Successful brands get into the mind slowly. A blurb in a magazine. A mention in a newspaper. A comment from a friend. A display in a retail store.

After a slow buildup, people become convinced that they have known about the brand forever.

You must be willing to give up something in order to establish that unique position.

We need to reshape our own perception of how we view ourselves. We have to step up as women and take the lead.

The peace that we’re after lies somewhere beyond personality, beyond the perception of others, beyond invention and disguise, even beyond effort itself.

I play into the perception of me, but it’s not really me.

Go back and take care of yourself. Your body needs you, your feelings need you, your perceptions need you. Your suffering needs you to acknowledge it. Go home and be there for all these things.

The chief proof of man’s real greatness lies in his perception of his own smallness.

All our knowledge has its origin in our perceptions.

Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.

Understanding requires not just a moment of perception, but a continuous awareness, a continuous state of inquiry without conclusion